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Shaping the Digital Future
Alexa Health Skills - New chance to satisfy and monetize the digital demands
in healthcare of Generation YAugust 2018
2
Generation Y challenges health insurances with their technology affinity and high desire for individualization, both regarding healthcare and insurance topics.
Customer desiresCustomer habits
‘For the vast majority of Generation Y it is
absolutely normal to search for references
online – the search for healthcare topics is
the logical consequence.’
Nuance Communication
‘Individualization is one of the biggest mega
trends.’
Trend researcher Prof. Peter Wippermann
54 % of Generation Y initially use the internet for
healthcare questions
37 % of Generation Y have already booked an
insurance service online
67 % of Generation Y desire personal advice for
complex topics like health insurance services
50 % of Generation Y would provide personal
data, so that products are 100 % individualized
Analysis of Generation Y customers
Source: Mücke, Sturm & Company; World Insurance Report 2016; Nuance Communications; Bain & Company; Microsoft Trendstudie; QVC Zukunftsstudie; Springer Professional
3
To meet the changing customer expectations, health insurances offer digital services along the health value chain; they concentrate on Treatment & Monitoring.
Source: Mücke, Sturm & Company; 1 Exemplary digital services of 42 analyzed digital services by MSC; 2 Public health insurances only; 3 Private health insurances only; 4 The 13
analyzed public insurances offer in total 7 digital services in the area administration.
Digital insurance services – German market overview
Prevention
▪ Administration
▪ Electronic Health Card 2
▪ Invoice app 3
▪ Live chats
▪ Electronic patient record
▪ …
▪ Stress/Well-being support
▪ Fitness program
▪ Diet
▪ Vaccinations
▪ Digital bonus program
▪ …
▪ Addiction
▪ Back pain
▪ Sleeping disorder
▪ Medication management
▪ Diabetes
▪ …
17 % 45 %
22 % 56 %
Administration Diagnosis Treatment & Monitoring
▪ Second expert opinion
▪ Symptom checker
▪ Health information
21 % 10 %21 % 48 %
Public
Private
Exemplary
digital services1
Focal points
of insurances
4
TK and AXA provide the most digital services; on average, the public health insurances offer 6 digital services more than their private peers.
24
17 17
14 1413
12 12
1110
8
6 6
Number of digital 1 service categories 2
(private)
27
24
2221 21
19 19
17 17
1514
13
11
Number of digital 1 service categories 2
(public)
Ø18
Ø13
Digital insurance service categories of public and private health insurances
Source: Mücke, Sturm & Company; MSC study ‘Der Wandel der Krankenversicherungen vom Kostenerstatter zum ganzheitlichen Gesundheitsdienstleister’, June 2018; 1 Accessible using
any digital device incl. smartphone, tablet, laptop, computer, digital assistant, smartwatch; 2 Categories can encompass several, single services e.g. the category vaccination can include
the digital vaccination pass and reminders for vaccination check-up
5
Health insurances should reflect upon the emerging trend of digital assistants and consider the potential to create new touchpoints, especially with Generation Y. Digital assistants as a new digital trend
Available digital assistants Growing importance of digital assistants Generation Y as the most prolific
customer group
Source: Mücke, Sturm & Company; Company information; 1Tractica 2017; 2 Business Insider 2017
Home
Assistant
Eigener
Assistent
Eigener
Assistent
Home
Assistant
Eigener
Assistent
Home
AssistantHome
Assistant
Eigener
Assistent
Home
Assistant
Eigener
Assistent
Revenue of digital assistants sold to end consumers 1
(in million US$, worldwide)
# Users of digital assistants 1
(in million, worldwide)
390 504710
2015 2016 2017* 2018* 2019* 2020* 2021*
Usage of voice-based assistants2
(worldwide)
31% 23%14% 7%
20%
15%13%
8%
33%
32%35%
35%
16%30% 38%
50%
Yes, regularly.
Yes, lately.
No, but interested.
No and not interested.
18 105 689
2015 2016 2017* 2018* 2019* 2020* 2021*
2,260
5,314
8,728
11,861
1,0161,376
1,6421,831
6
Amazon currently leads this market. They have created an extensive platform with their assistant Amazon Alexa which also offers applications on healthcare matters.
Amazon dominates the digital assistant market
of German consumers are aware of Amazon Alexa
of German consumers already use their own Amazon
Alexa device
78 %
37 %
Amazon Alexa as one digital assistant
Amazon Alexa is currently usable on five devices 1
Echo
(99.99 €)
Echo Show
(219.99 €)
Echo Dot
(59.99 €)
Echo Spot
(99.99 €)
Echo Plus
(149.99 €)
Source: Mücke, Sturm & Company; Amazon; Statista; OMR; PWC; Strategy Analytics; 1 Availability in Germany as of June 2018
Free Alexa Skills in the area of healthcare
Exem
pla
ry s
kill
s
Psychological
advice
Support for
chronical diseases
Patient security in
mycare clinics
BMI
calculation
Hard
ware
Questions on
medication
The first Alexa device was launched for the German market in 2016
91,7%
6,7%
71,3%
14,7%
2016 2017
Worldwide smart speaker market share
Amazon Alexa
Google Home
Other
Hardware with the pre-installed digital assistant Alexa
7
Source: Mücke, Sturm & Company
TK Smart Relax Skill
Barmer Alexa Skill
Schlafenszeit
Axa Biowetter
Allianz
Allianz Beratung
Allianz Rentenscore
‘Alexa, ask Schlafenszeit which sleeping aids are available!’
‘Alexa, open Smart Relax and start a Cool down!’
‘Alexa, start Biowetter!’
‘Alexa, ask Allianz where the next consultant is located!’
‘Alexa, start Allianz Beratung!’
‘Alexa, ask Allianz Rente what dynamic means!’
Options to relax e.g. meditation
Options to fall asleep better e.g.
soft music
Weather information e.g. pollen
dispersal
Information about the Allianz e.g.
nearby consultants or offers
Questions for customers on 12
topics to prepare the consultant
for the meeting
Calculation of a desired pension
amount
Health insurances are slowly adapting to the new trend of digital assistants. TK and Barmer as public and AXA and Allianz as private insurances offer Alexa skills. Current Alexa skills offered by German health insurances
Public
in
sura
nces
Private
in
sura
nces
Skill name Exemplary customer instructions/questions Skill DescriptionInsurance
8
Yes, certainly. Yes, probably. I'm not sure. No, probably not. No, certainly not.
Source: Mücke, Sturm & Company; MSC study ‘Alexa Health Skills – Die neue Kassenleistung für Generation Y?; June 2018; Note:Ranking based on the sum of the answers
‘Yes, certainly.’ and ‘Yes, probably.’ to the question ‘Would you use the following health skills?’; 1 Reminder: medication intake of a relative
50 %
Unfortunately, the majority of the health skills which insurances currently offer are not attractive to Generation Y as a recent survey by MSC shows. Desired Alexa skills by Generation Y compared to skills offered by German health insurances
Health s
kill
s
by in
sura
nces
Skill
s d
em
anded b
y
Genera
tio
n Y
9
Specifically, the MSC survey suggests that Generation Y desires simple organizational and individual health skills such as reminder of check-ups or diet tips. Desired Alexa skills by Generation Y – Deep dive
Source: Mücke, Sturm & Company; 1 Agreement: the sum of the answers ‘Yes, certainly.’ and ‘Yes, probably.’; 2 Exemplary skills of 33 skills analyzed by MSC
Simple organizational skills with low
customer consequences
Individual health skills which enable
the customer to actively influence their
health status
General, publicly accessible information skills
and complex organizational skills with high
customer consequences
71 – 44 % agreement 1 44 - 32 % agreement 30 – 8 % agreement
▪ Emergency pharmacies
▪ Reminder of doctors‘ appointments
▪ Reminder of check-ups
▪ Food information
▪ …
▪ Symptom checker
▪ Mental fitness exercises
▪ Diet tips
▪ Illness encyclopedia
▪ …
▪ Pollen dispersal info
▪ Air pollution info
▪ UV degradation info
▪ Sleeping aid
▪ …
▪ Booking extra
insurance services
▪ Advice on contract
improvements
▪ …
Exem
pla
ry
skill
s 2
Would you use the following skill provided by your health insurance?
10
Nevertheless, offering the skills which Generation Y expects can be profitable; they would pay up to 17 € per month for a Premium + Alexa option.
Basic option Basic option + Alexa 1 Premium option Premium option + Alexa 1
Average price 3.47 €/month 5.79 €/month 14.81 €/month 17.33 €/month
100 % 100 % 100 % 100 %
37 % 48 % 26 % 35 %
Maximum
ability to pay
Ability to pay of
questioned
Generation Y
Ability to pay for desired Alexa skills
Source: Mücke, Sturm & Company; 1 This option also includes an Alexa device e.g. Amazon Echo.
Option with the highest sales
potentialOption with the potential to create
the most customer touchpoints
Exemplary
skills
General fitness exercises, Sleeping aid, Mental fitness,
Illness encyclopedia, Food information, Symptom
checker, Reminders e.g. check-up …
Personal fitness exercises, Online-video doctors‘ appointment,
Individual information for treatment, Personal diet tips, Meditation,
Information on vital measures…
11
By providing Alexa skills, health insurances can increase customer satisfaction, improve efficiency and gain new insights through additional customer touchpoints.
Source: Mücke, Sturm & Company
Y
Advantages for health insurances
Increase of customer satisfaction Increase of efficiency Generation of new customer insights
Simplified access
Direct communication channel
Attraction for tech-affine
customers
Customer empowerment
Reduced internal
administration costs
Reduced treatment costs
Reduced workload for employees,
enhancing overall efficiency
Personalized health insurance
offers
Input to product design and risk
calculation
Marketing input to target new
customers
Creation of a new customer
touchpoint
12
Mücke, Sturm & Company would like to get in touch with you to discuss the design and implementation options of health skill to expand your service portfolio.
Headoffice MunichTheresienhöhe 12
80339 Munich
Germany
T +49 89 461399 0
F +49 89 461399 777
www.muecke-sturm.de
Michael MückeManaging Partner at
Mücke, Sturm & Company
We can support you with topics like… s
▪ Which Alexa skills should health insurances provide?
▪ How can skills increase your customer satisfaction?
▪ How can skills generate additional revenue?
▪ Which new market segments become accessible through
the implementation of skills?
▪ What hurdles should you expect when implementing
skills as a new insurance service?
▪ Which additional customer touchpoints can you address
by offering skills?
▪ How can you generate leads via skills?
13
Copyright
This document is intended for personal use only.
Distribution is only permitted without any changes or omissions – publication, in
whole or in parts, requires prior written consent by MÜCKE, STURM & COMPANY
and correct citation of sources.
All mentioned company names, logos, brands, brand symbols and other copyrighted
material are the sole properties of the respective company; they are only used for
illustrative purposes.
14Source: Mücke, Sturm & Company
TK Smart Relax Skill
Barmer Alexa Skill
Schlafenszeit
Axa Biowetter
Allianz
Allianz Beratung
Allianz Rentenscore
‘Alexa, start Schlafenszeit!’
‘Alexa, open Smart Relax!’
ABC
ABC
ABC
ABC
Options to relax e.g.
meditation
Options to fall asleep
better e.g. soft music
Weather information
e.g. pollen dispersal
Info on the Allianz as a
private health insurance
Specific advice on
Allianz insurance offers
Calculation of a desired
pension amount
‘Would you like to listen to the
Playlist Klangwelten?’
‘Would you like to start a
meditation?
ABC
ABC
ABC
ABC
Health insurances are slowly emerging into this new segment. The TK and Barmer as public and the AXA and Allianz as private insurances offer Alexa skills. (version 2)
New delivery channel of digital insurance services
15
To meet the changing customer expectations, insurances offer digital services along the health value chain; they are concentrated on Treatment & Monitoring. (v2)
Source: Mücke, Sturm & Company; 1 Exemplary services of 42 analyzed services by MSC; 2 Public insurances only; 3 Private insurances only
Digital insurance services – Overview per value chain area and insurance system
Prevention
▪ Administration
▪ Electronic Health Card 2
▪ Calculation app 3
▪ Live chats
▪ Electronic patient record
▪ …
▪ Stress/Well-being support
▪ Fitness program
▪ Diet
▪ Vaccinations
▪ Digital bonus program
▪ …
▪ Addiction
▪ Back pain
▪ Sleeping disorder
▪ Medication management
▪ Diabetes
▪ …
Administration DiagnosisTreatment &
Monitoring
▪ Second expert opinion
▪ Symptom checker
▪ Health information
Public
insurances
Private
insurances
Exem
pla
ry
serv
ices 1
To
tal
am
ount
7 9 3 23
7 9 2 23
7 7 3 16
16
Amazon currently leads this market. They have created an extensive platform with their devices which also offers applications on healthcare matters.
Amazon dominates the digital assistant market
of German consumers are aware of Amazon Alexa
of German consumers already use their own Amazon
Alexa device
78 %
37 %
Amazon Alexa as one digital assistant
Amazon Alexa is currently usable on five devices 1
Echo
(99.99 €)
Echo Show
(219.99 €)
Echo Dot
(59.99 €)
Echo Spot
(99.99 €)
Echo Plus
(149.99 €)
Source: Mücke, Sturm & Company; Amazon; Statista; OMR; PWC; Strategy Analytics; 1 Availability in Germany as of June 2018
Alexa skills can be downloaded from the Alexa Skills Store for free.
They also address healthcare topics.
Exem
pla
ry s
kill
s
Psychological
advice
Support for
chronical diseases
Patient security in
mycare clinics
BMI
calculation
Hard
ware
Questions on
medication
The first Alexa device was launched for the German market in 2016
4,19,7
0,4
6,7
0
10
Q4 2016 Q4 2017
Worldwide smart speaker shipments (million units)
Amazon Google Other
17
Nevertheless, offering the skills which Generation Y expects can be profitable; they would pay up to 17 € per month for a Premium + Alexa option. (version 1)
Basic option Basic option + Alexa Premium option Premium option + Alexa
Average price 3.47 €/month 5.79 €/month 14.81 €/month 17.33 €/month
100 % 100 % 100 % 100 %
37 % 48 % 26 % 35 %
Maximum
ability to pay
Ability to pay of
questioned
generation Y
Ability to pay for desired Alexa skills
Source: Mücke, Sturm & Company
Option with the potential to create
the most consumer touchpoints
Option with the highest sales
potential
Basic options Premium options
▪ Personal fitness exercises
▪ Online-video doctors‘ appointment
▪ Individual information for treatment
▪ …
Exemplary
skills
▪ General fitness exercises
▪ Sleeping aid
▪ Mental fitness
▪ …